"There have been many sales methodologies focused on uncovering needs. They will tell you to match your solution to those customer needs. This is only part of a successful strategy.
To win a deal, you need to appeal to two different minds.
Emotional Mind – what feels right? What reduces my risk and neutralizes my fear? Does the solution strengthen my personal agenda? Ever been faced with two solutions that seemed pretty much equal, but went with your gut? That’s the emotional mind. The emotional mind is the quick,lizard brain. It gives us our sense of fulfillment, and temporarily calms our fears and concerns. It must be appeased to win the sale.Logical Mind - Why should I choose this solution over that one? When will I realize my return on investment?"
Via Gregg Morris